Cool operator

Under the Radar:When plans to secure workplace internships in the US fell through due to the post-9/11 slump, Yvonne Rooney and a couple of college friends decided to set up their own business instead, writes Ciarán Brennan.

This unusual step eventually led to the creation of a new telecommunications company, Ice Broadband.

"The environment didn't lend itself to intern engineers anywhere in the States at the time," recalls Rooney (25), now Ice Broadband managing director. "So we were looking at opportunities in Ireland, and it was difficult to find something that would interest us."

Rather than leaving it to Dublin City University to place them in a company, the college friends took the initiative themselves. "Instead of going down the route of being planted in a company and maybe not getting as much experience from it, we decided to set up our own company," she says.

While they initially set up an IT support company, they were not happy to leave it at that and set themselves the goal of finding a business that would make better use of their education in telecommunications engineering.

That's when they came up with the idea for a wireless broadband service. "We saw an opportunity for a good, reliable broadband package that didn't cost an arm and a leg," says Rooney.

At the time, broadband was still a relatively new concept, rollout was slow and it was being offered mainly via landlines. So after a lot of research, the college friends sourced wireless broadband technology from Israeli company Alvarion.

Ice Broadband was set up in March 2003, initially establishing a pilot scheme in Ashbourne, Co Meath, and the surrounding area.

However, a broadband business requires a lot more capital upfront than an IT support company. That's where Rooney's father, Fran Rooney, stepped in.

The former chief executive of Baltimore Technologies and the Football Association of Ireland stumped up the cash to get the company up and running. Rooney snr is now executive chairman of Ice Broadband.

Some cynics might say that having a father to fund your business made it easy, but Rooney argues to the contrary, insisting it was nothing like a case of daddy indulging his daughter. "I wouldn't say it was easy. Trying to pitch an idea to your own father and having him picking holes in your business plan makes it a lot more difficult to get money," she says.

"When we first came to him with the idea, broadband wasn't even a buzzword and from the financial side of things it is heavy on the capital side upfront and it is a slow return over a three-year period.

"He's a chartered accountant and he looked at it and said from an investment point of view it doesn't look attractive. We had to do a number of alterations to the business plan to make it feasible. It wasn't just Fran; we had to get our bank onside as well because we required some leasing of equipment."

Nevertheless, she says that having a father who was once one of Ireland's best-known chief executives did have its advantages.

"It is difficult no matter who your father is, but it does help to have his guidance, and the fact that he was able to spend time with us to get the business right, even down to hiring the right people and opening up contacts, definitely helped."

If broadband wasn't a buzzword five years ago, it certainly is today and a lot more companies are now offering the service, which means increased competition for the likes of Ice.

While many companies say they welcome more competition without actually meaning it, Rooney says competition has been good because it has raised awareness of broadband and the lack of penetration in Ireland. There is still a lot of business out there for everybody to chase after, she adds.

Since its launch, Ice Broadband has expanded its network coverage to localities in counties Meath, Monaghan, Dublin, Offaly, Kildare, Tipperary, Carlow, Limerick, Louth and Laois. With plans to cover the entire country, Ice's initial success was propelled by its commitment to bring high-quality broadband to areas with little or no coverage and to places that have been neglected by other providers.

"We have a list of about 200 towns around the country that are looking for broadband," says Rooney. "We are working on our plan to get [ coverage] to these areas over the next 24 months."

ON THE RECORD

Name:Yvonne Rooney

Age: 25

Background:From Dublin. Went to school in Scoil Chaitríona in Glasnevin and then to Dublin City University to study for a degree in telecommunications engineering.

Inspired by:For anything in business I always turn to my father - he has always been there and has been supportive which is very important. My mother would have a good balancing effect on that as well. My parents have definitely guided me in the right direction.

Most likes to:I'm a bit of gym bunny - I spend a bit of time on fitness, I do a lot of yoga and pilates. I love soccer and rugby and I'm looking forward to going to all the Six Nations matches coming up.

Favourite book:Anything by Frederick Forsyth and Robert Ludlum.

Favourite TV programme: The West Wing.